A Deeply Personal Affair: Stakeholder Engagement in Brand ‘Refresh’ Project of a Hospice

ABSTRACT Reporting the case of St Angela's hospice, in which stakeholders became involved in marketing work, gives key insights into the vital relationship between nonprofits and their stakeholders. Insider access to an 8‐month project helps to address the paucity of work that explores the active engagement of stakeholders in the work of nonprofit organisations. This practice paper explores the emotional investment, participation and contribution, as well as the outcome aspirations of a diverse group of stakeholders involved in a project to ‘refresh’ a hospice brand. Recommendations are relevant for nonprofit senior leadership teams, trustees wanting to develop stakeholder involvement, as well as nonprofit stakeholders considering deepening their involvement with nonprofit organisations.